Brand Tone

Passionate & Enthusiastic, Community-Focused & Inclusive, Authentic & Grassroots, Creative & Innovative, Approachable & Friendly

Brand Values

• •Craftsmanship & Quality
• •Creativity & Individuality
• •Community & Family
• •Passion
• •Customer Experience
• •Inspiration & Support

Best Practices

• •Embrace the "SJC Family" Language: Consistently use inclusive and community-oriented terms. Address the audience as part of this family, fostering a sense of belonging.
• •Inject Passion and Enthusiasm: Use vibrant, energetic language. Show genuine excitement for the products, the artists, and the drumming community. Don't be afraid of an exclamation point or an excited emoji where appropriate (especially on social media).
• •Highlight Craftsmanship and Uniqueness: Emphasize the custom, handcrafted nature of the core products. Talk about "dream kits," "signature sounds," and the ability to create something truly individual.
• •Stay Authentic and Relatable: Weave in the grassroots story where relevant. Maintain an approachable, down-to-earth voice, even when talking about high-profile endorsements.
• •Focus on the Experience, Not Just the Product: SJC sells more than drums; they offer entry into a passionate community and the realization of a drummer's vision. Copy should reflect this experiential aspect.

Social Perception

High-Quality Custom Drums, Artist Endorsed & Respected, Strong Community Vibe, Associated with Punk/Rock/Alternative Genres, Premium Brand (with accessible options), Innovative and Visually Striking

Copy Examples

• •YOUR DREAM KIT. OUR PASSIONATE CRAFT. Welcome to the SJC Family – where your unique sound gets its voice.
• •More than a snare, it's your signature. Handcrafted with obsession, designed by you, built by SJC. Ready to make some noise that's unmistakably yours?
• •FEAST YOUR EYES! 🔥 Check out this absolute beast of a kit @[UserTag] just brought to life! We're so stoked to have you in the #SJCFamily. What dream setup are you cookin' up? #SJCDrums #CustomDrums #DrumLife #BuiltWithPassion
• •From our grandma's basement to stages worldwide, SJC Drums is fueled by a relentless passion for building the most unique drums on the planet and supporting the incredible community that plays them. We're more than drum builders; we're family.
• •🤘 Your Dream Gear Awaits! Join the SJC Family & Save!